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GET INVOLVED
There are lots of ways to get involved, from featuring in campaigns and original content to seasonal activations, media and PR opportunities. There is also the opportunity to submit offers onto our Heart of London Club App.
Submit activity details to participate in any of the campaigns mentioned here.
Art of London’s partnership with The Royal Academy of Arts celebrates Painting the French Riviera, exploring the Côte d’Azur’s enduring influence on artists including Monet, Braque, Picasso, Matisse, Renoir and Yves Klein.
Our immersive Step Into the French Riviera experience brings the region’s colours, landscapes and artworks to life through installations across the West End.
Inspired by Yves Klein’s iconic blue - said to draw on the sky over Nice - Paint the Town Blue uses lighting and digital screens to celebrate the French Riviera across the district.
Have a French Riviera-themed product or offer, or an idea for getting involved? Let us know.
We are currently gathering details on key products, dining experiences, cultural attractions, and seasonal packages to feature across our earned and paid PR channels, including our curated Festive Gift Guide. You can see the following the format of our 2025 Festive Guide here.
Inclusions will also be incorporated into our main Christmas press release which is set to highlight the West End festive lights switch-ons, targeting top-tier titles such as The Telegraph, Stylist, Harper's Bazaar, Country & Town House, The Handbook, Time Out London, and The London Standard.
Last year, several members were featured across high-profile coverage across publications like GQ, Glamour, and Country & Townhouse.
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Please submit your assets here so we can maximise both mid-lead and short-lead media opportunities.
The West End is lit up with its famed festive lights in Piccadilly Circus, Jermyn Street, Leicester Square and St Martin’s Lane every year.
Partnering with The Crown Estate in recent years to orchestrate the switch-on, this annual event welcomes more visitors to come and experience all the West End has to offer over the festive period.
See below for festive light switch on dates.
Crafted in the West End is an Art of London campaign celebrating the craftsmanship, heritage and creativity that have shaped the West End for generations. Focusing on iconic businesses along Piccadilly and Jermyn Street, the campaign spotlights the makers, artisans and heritage brands preserving traditional skills while defining modern luxury.
For this series, we’ll be partnering with journalist and editor Ben Cobb (Sunday Times Style, ES Magazine, Esquire) on a video content series.
For this edition of Crafted in the West End, we are running a Media Partnership with Sunday Times Style highlighting Piccadilly & Jermyn Street retailers. Register your interest in being part of this campaign below.
Attend our bi-annual briefings to learn about recent campaigns, upcoming projects, and ways we can support your business, as well as a chance to grow your network.
Art After Dark is part of our award-winning cultural initiative, Art of London, delivered in collaboration with Westminster City Council’s commitment to showcasing art in all its forms through a 3-night event programme.
Since its launch, the programme has featured illuminated art in Leicester Square, a serene night garden in Piccadilly Circus, a Marina Abramović on the Piccadilly Lights in partnership with the Royal Academy, and Chila Burman’s glowing installation inspired by London’s diverse history. This initiative continues to position the West End as a global hub for arts and culture.
Learn more about Art After Dark:
ACTIVATIONS & MAJOR PROJECTS
Art of London partners with the Royal Academy of Arts to bring Painting the French Riviera beyond the gallery walls with a free immersive experience across the West End.
Art of London presents Art After Dark, a public art programme, which enables members of the public to experience headline exhibitions in the West End.
Launched in 2020, Heart of London’s Cultural Strategy brings together the London Plan, the cultural strategies of the Mayor of London and Westminster City Council, in addition to our Placeshaping and Destination strategies, to establish a comprehensive vision and mission that supports and enables the area’s stakeholders and external partners.
